employee ID card design for Serra Los Angeles 

Role: lead graphic designer 
Client: Serra, groundworks industries 
Location: portland, Or

Creative Director: Aric Rist
Date: 2020



This employee ID card design was created for the opening of Serra's first California retail location in West Hollywood Los Angeles. 

Serra is a modern cannabis brand that 
exists to transform the way people look at cannabis. Through carefully crafted experiences, uncompromising products, a little art, and a lot of consideration, Serra believes that showing cannabis in a different light makes it possible for all kinds of people to see how cannabis can enhance their day-to-day lives.

This design was created using brand glyphs that represent Serra's Feelings — Happiness, Relaxation, Energy, Creativity, Focus, and Relief — alongside their 'Feel All The Feelings' brand tagline.

The Feelings model categorizes different combinations of cannabinoids and corresponding effects throughout Serra's product line, allowing the customer to shop their selection of flower, edibles, concentrates and topicals by feeling. This model inherently asks the consumer to consider how they are feeling and how they want to feel, and this experience of discovery and decoding was part of the inspiration for this design.